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Friday, October 23, 2015

Government to increase spends on digital advertising

The Indian Government plans to increase advertising spend on the digital platform, in lieu of ads on tradition media like print and television, reports Vccircle. According to Minister of State for Information & Broadcasting Rajyavardhan Singh Rathore, this will help increases the government’s presence in digital media, adding that the Government would also be present on popular platforms like YouTube.

Interestingly, the government will lease out prime time (8-11pm) on Doordarshan to private broadcasters to better the quality of content provided on the national channel. He mentioned that the channel will be made available on smartphones as well as have a terrestrial digital broadcast to increase its reach.Other than this, the Minister mentioned that the government will create a single window for international film companies to shoot in India. In a bid to encourage ‘in-house’ talent, it also plans to set up a special effects and gaming university for which the government has been in talks for the last 6 months with various industry members.

On a more whimsical note, the Minister mentions that with the high real-estate prices, movie theatre companies should look at offerings like mobile movie vans or smaller movie theatres. Clearly the Hon. Minister doesn’t have much time for theatres, as he completely fails to recognise the point of the theatre is a large screen in a large room. Rather than getting cooped up in a minivan and watch the movie on a tiny screen, most people would just rather watch it at home on their own sofa.

GOI Digital Initiatives:

– Earlier this month, All India Radio (AIR) appointed releaseMyAd as a virtual agency to let advertisers book ads for all of AIR’s station online. AIR broadcasts news, music and word programmes in 26 languages and 146 dialects.

– Last month, the Indian Government launched a new version of Bharat Operating System Solutions (BOSS), a linux based distribution it developed for official use. The platform has been developed with the intention to replace Windows and other operating systems in Government offices and schools as a more secure system.

– In August, the Government launched a portal called Sahaj on MyLPG.in to let citizens book an LPG connection and make payments for the connection online. Through the MyLPG portal users could book their cylinders, register for a new connection, check delivery dates, choose distributors, monitor LPG subsidy transferred to bank and surrender their connection online etc.

– In July, the Government cleared Rs 200 crore for setting up an online agriculture marketplace, that would integrate 585 wholesale mandis (markets) across India to give farmers better access to market prices for the produce. The mandis would be allowed to access the e-platform for price discovery, however they would not be supported with any funds for equipment / infrastructure.

– In June, the govt launched a website for job seekers and employers in the micro, small and medium enterprises sector (MSMEs). The government said that it launched the site after people said that they were unaware of opportunities in the manufacturing sector at worker and operator levels.

– The same month, the govt developed a new portal called myvisit.gov.in where citizens could book an appointment with government officials from central and state departments. However, it was mandatory for citizens to have an Aadhaar card for making an appointment.